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Back in early Summer I met with ZenithOptimedia’s Planning Director on the O2 business, to discuss the challenges that he saw with all things mobile in the digital shopping experience, (from phones and sim cards to pre pay and business contracts). No longer will consumers simply click on a banner ad and purchase the product, so our challenge was to take a fresh look at the engagement mechanics of digital advertising and create a solution that really showcased its true value.
Our insight was that consumers respond really well to valuable information given to them in the correct manner. When consumers are looking for a new mobile they can be bombarded with all sorts of confusing tariffs and add-ons, not to mention hundreds of different handsets and accessories – consumers need a way to cut through the noise and find the deal that is right for them. Something that will resonate with consumers much more than a sales pitch is an editorial piece with relevant products subtly weaved into the copy. We decided to demystify and educate our audience by using our editorial skills (through MSN) and O2’s expertise, aiming to create a showroom environment that made online shopping a more immersive, rewarding experience.
By working with our in-house creative specialists and the guys on the MSN editorial team, we developed a unique digital showroom concept, and I’m incredibly proud to announce the launch of Life Unlocked.
Life Unlocked is a high-gloss, online showroom environment, aimed at effectively showcasing O2’s extensive range of products and offers through entertaining videos, picture galleries, competitions and engaging content, a core strength of our phenomenal editorial team.
An example of how this campaign will run alongside editorial copy is with O2 Priority, which allows O2 customers to be the first to buy tickets for gigs, sporting events and more, 48 hours ahead of general release. The MSN team has created a guide on how to make sure you never miss your favourite gigs or events, including useful tools such as the site-monitoring service ‘Check4Change’, which notifies you when tickets go on sale, and England fans membership (the official England football supporters club), which gives exclusive access to match tickets.
This is just the beginning, and we’re working with O2 to bring helpful tools to the consumer that will make sense of complex data-related myths. We’re also developing a mobile and tablet site, and are in discussions about bringing this solution to other platforms.
We will be bringing you more over the coming months, but for now why not visit O2’s digital showroom or read our press coverage below:
Let me know what you think of Life Unlocked by tweeting @MSAdvertisingUK.
Until next time,
Senior Account Executive, Microsoft Advertising UK
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